PERAN KEUNGGULAN BERSAING DALAM MENINGKATKAN KINERJA PEMASARAN USAHA MIKRO KECIL MENENGAH SEKTOR KULINER
Abstract
ABSTRAK
Penelitian ini bertujuan untuk menguji pengaruh variabel inovasi produk, orientasi pasar, dan variabel mediasi keunggulan bersaing terhadap kinerja pemasaran dalam UMKM. Populasi penelitian ini sebanyak 3.031 unit UMKM kuliner di Kota Semarang. Sampel sebanyak 96 UMKM dipilih dengan kriteria UMKM pada sektor makanan minuman dan telah beroperasi lebih dari dua tahun. Data primer diperoleh melalui penyebaran kuesioner kepada pemilik UMKM. Analisis data dilakukan menggunakan Partial Least Square. Hasil penelitian menunjukkan bahwa orientasi pasar tidak berpengaruh terhadap keunggulan bersaing dan kinerja pemasaran. Inovasi produk berpengaruh terhadap keunggulan bersaing dan kinerja pemasaran. Inovasi produk tidak memiliki pengaruh terhadap kinerja pemasaran melalui keunggulan bersaing. Implikasi dari penelitian ini adalah pentingnya perhatian dan pengembangan inovasi produk bagi UMKM sebagai strategi untuk mencapai keunggulan bersaing dan meningkatkan kinerja pemasaran. Dengan demikian, UMKM dapat tetap bersaing dalam pasar yang kompetitif dan memberikan kontribusi yang lebih besar terhadap perekonomian negara.
ABSTRACT
This research aims to examine the influence of product innovation variables, market orientation, and competitive advantage mediating variables on marketing performance in MSMEs. The population of this research was 3,031 culinary MSME units in Semarang City. A sample of 96 MSMEs was selected using the criteria of MSMEs in the food and beverage sector and had been operating for over two years. Primary data was obtained through distributing questionnaires to MSME owners. Data analysis was carried out using partial least squares. The research results show that market orientation has no effect on competitive advantage and marketing performance. Product innovation influences competitive advantage and marketing performance. Product innovation has no influence on marketing performance through competitive advantage. The implication of this research is the importance of attention and development of product innovation for MSMEs as a strategy to achieve competitive advantage and improve marketing performance. In this way, MSMEs can remain competitive in a competitive market and make a greater contribution to the country's economy.
Keywords
References
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DOI: 10.34203/jimfe.v10i1.9077
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